Ad Nut
Mar 11, 2021

Pregnancy can be painful, and so is this insurance ad

AXA's three-and-a-half-minute broad comedy about the challenges of pregnancy is tough to endure. And it feels like it's about nine months long.

Elsewhere today, Ad Nut praised a campaign that's hard to look away from (see "Which of these disease sufferers deserves your donation more?"). But here we have the exact opposite: a video that's so obvious, unfunny and clumsy with its selling points that's it's nearly impossible to watch all the way through.

It's from AXA Insurance and it's called 'Pam’s “Perfect” Life: A Bumpy Ride'. It's promoting AXA's 'EmpoweredMum' offering, a prenatal plan in Singapore that provides a benefit for early delivery by caesarean section and 'free' first-year health insurance cover for newborns.

That sounds like a good product. So why promote it with such an amatuerish approach? Ad Nut supposes we should be grateful they didn't do another weird street play.

This pretty much sums up Ad Nut's feelings.
 
Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Related Articles

Just Published

1 day ago

How to prepare for hybrid commerce: Chinese ...

As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.

1 day ago

Data shows brands don’t need social media accounts ...

Data from a Jing Daily report shows that luxury brands no longer rely on their own social media accounts in China with more engagement relying on KOLs.

1 day ago

Apple debuts 2022 Chinese New Year film (clear some ...

The company's offering for this year is a 23-minute epic—shot on iPhones—about the making of an epic film within the film, also shot on iPhones.

1 day ago

How women’s health brands communicate on social ...

Female founders of women’s health brands say censorship makes it challenging to properly address women’s concerns.